Why people engage with brands on social media

Written by Kirsty Perkins


engage with brands

Now you’ve got a better understanding of why people follow a brand, let’s take a look at why people engage with brands.

When you set up your social media channels, you probably did so with the intention of raising awareness of your brand, that will ultimately lead to building a strong relationship with consumers who will go on to purchase from you.

Using Sprout Social’s recently published Social Index for 2019, we look at the actions people take on social media and the reasons why they engage with brands.

ACTIONS PEOPLE TAKE WITH BRANDS

These points are the reason behind why you should take the time to invest in your social media strategy to connect with your audience online. Taking the time to understand what it is specifically for your brand will aid in building authentic relationships and increasing website traffic – meaning a boost in sales and word-of-mouth advocacy.

Here are the top actions consumers take when they follow a brand on social media:

  • Visit the brand’s website or app 87%
  • Visit the brand’s physical store 78%
  • Talk about the brand with friends or family 78%
  • Recommend the brand to friends or family 78%
  • Buy from that brand over another 77%
  • Draw inspiration from that brand 70%
  • Increase spending with the brand 67%
  • Engage with the brand 53%

WHY CONSUMERS CHOOSE TO REACH OUT

A controversial subject for brands is to post about politics or social issues – some see a huge success from it, while for others it has the opposite effect. The survey shows that only one out of ten consumers will reach to engage with brands when they choose to get political. Decide what your stance is and stick to it – it has to be right for you, your audience, and what you want to achieve.

Here are the top reasons why consumers reach out to brands they follow on social media:

  • They have a great experience 59%
  • They have a product or service question 47%
  • They have a bad experience 40%
  • They have a suggestion or idea 31%
  • They need help with a product or service 29%
  • They don’t see a product or service they need 11%
  • The brand posts about political/social issues 10%

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